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This paper aims to explore how mid‐career professional mothers perceive themselves in relation to their work and family roles, how they experience these roles, how they merge their work, family and individual self, and what meaning they make of this integration.

The study used in‐depth qualitative interviews with 18 participants aged between 37 and 55 with at least one dependent child under the age of 18, in dual‐earning/career households.

The study reports that a complex relationship of work‐related dynamics and personal factors shaped the meaning for these women amid competing priorities of work, family and individual lives. Organisation and co‐ordination of multiple activities with support from various sources was fundamental to finding balance. A deep sense of motherhood was evident in that their children were their number one priority but career was of high importance as they sought stimulation, challenges, achievement and enrichment in their work. Now, in mid‐career transition, the respondents seek more self‐care time in an effort to find new meaning in the work, family and self equation.

The study raises important issues for the management of professional working mothers and the implications of the study for individuals and organisations are set out.

This paper makes contributions to work‐life integration and career theory. It provides one of the first empirical studies on work‐life integration in Ireland using the construct of meaningful work and secondly builds on the kaleidoscope career model theory.

The purpose of this paper is to introduce a selection of papers within the issue that discuss the work‐family interface.

The themes of the papers in the issue are outlined

The papers address the following: conflict, facilitation and individual coping styles across the work and family domains; generational differences in work‐family conflict and work‐family synergy for Generation X, baby boomers and matures; the development and transmission of work‐related attitudes; a cross cultural comparison of female managers attitudes, experiences and career choices; the impact of individual and organisational characteristics on work‐family conflict and career outcomes, and the variation of work life integration experiences of mid‐career professional women.

The paper introduces the special issue which provides a varied mix of theoretical approaches and multi‐level perspectives to scope out and explain the links between work and family life.

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership, and innovativeness. For marketers to best serve these consumers, many commonly used marketing strategies must be altered or adapted. In this article, marketing mix elements serve as a framework to discuss strategic issues relevant to this category of consumer.

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).